Culinary Germany: Promoting the Charm of German Food Culture to the Japanese Market

## Goethe Road: Connecting Food, Culture, and History

Tokyo, June 1, 2026 - The German National Tourist Board (DZT), in partnership with the 'Goethe Road' that links places associated with the writer Goethe, will launch a digital campaign for the Japanese market in early June 2026. This B2C cross-media campaign will run for approximately one month, promoting German culinary experiences, regional specialties, and cultural travel attractions to Japanese travelers.

### 'Food' as Inspiration for Independent Travel

Food is an important element of inspiration, especially for independent travelers, and its importance is growing in the Japanese market. This campaign targets independent travelers interested in culture and gastronomy, focusing on authentic travel experiences. The content is specially crafted to meet the interests and needs of Japanese travelers.

### Participating Cities

The following cities and regions are participating in this campaign:
- Frankfurt
- Wetzlar
- Fulda
- Wartburg
- Erfurt
- Weimar
- Leipzig
- Dresden

This route connects a variety of food cultures, historical cities, and authentic travel experiences. With this campaign, the Japanese website for the Goethe Road will be revamped.

### Digital Campaign Goals

Campaign content will be distributed through multiple digital channels and SNS, optimized for the Japanese market. The goal is to reach a total of 10,000 page views during the month of June 2026, aiming to approach the entire customer journey and create new motivation for traveling to Germany.

### Use of Open Data and Smart Content Widgets (SCW)

The core of this campaign is the 'Culinary Germany Widget.' This widget is based on the DZT's open data project, with data provided by the DZT Open Data Hub. In 2026, it will be provided as a 'Smart Content Widget (SCW)' with an integrated AI chatbot to support users in finding the best content.